Rainfall.co 2022 DeskView Case Study
DeskView – the world’s first desk built to easily mount to any non-porous surface like a window, glass wall, or whiteboard – approached Rainfall with the request that they refine their online presence to better communicate the features and benefits of their unique product.
They worked closely with their team to create a visual narrative that allows the beauty and versatility of DeskView’s design to entice customers and encourage them to work, entertain, and even decorate using this stylish piece of furniture.
What They Made
They built a modern shopping experience that showcases DeskView’s unique design.
How They Made It
- Web Design
- Art Direction
- Web Development
Subtle, Modern, and Clean
DeskView’s product line is minimal and sophisticated, and the team wanted the website to embody the same modern approach. A muted color palette steps out of the way of the product, and a thin, elegant typeface speaks clearly to consumers.
DeskView boasts a number of health benefits and unique design elements, and they needed to convey this information quickly and efficiently.
A Series of Icons Make Information Easily Digestible and Entertaining
A custom designed family of icons elegantly communicate each and every detail.
Peeling the layers to show quality construction.
DeskView is elegantly engineered to minimize parts and provide superior strength. They communicated its durable construction in a manner accessible to all audiences—a 3D view that continuously disassembles and reassembles itself.
Virtual deconstruction demonstrates the product’s simplicity.
Uncluttered photography reveals attention to detail and design excellence.
Intricate points of view show material and manufacturing quality.
Showing the Product as the Ideal Standing Desk
More important than DeskView’s construction is how it fits into everyday life, frequently as a standing work surface. Standing has notable health advantages, but they didn’t want to feel clinical. Instead, they entertain with a looping video of DeskView in action.
The Visual Design of Deskview’s Homepage
DeskView’s homepage is a beautiful visual narrative which showcases the product’s versatility and contribution to the health of its owner in both the workplace and at home.
An immersive experience with rich interactions.
The Visual Design of Deskview’s Shop Page
The Shop page is an extension of the homepage and provides the final details a customer might desire before completing their purchase. Their team made it easy and quick to select the finish, understand installation, and checkout, while feeling secure with the purchase decision.
All necessary information is readily available.
A Fully Responsive, Mobile Enhanced Experience
A substantial number of prospective buyers come from mobile, so the experience had to be outstanding.
Optimized responsive pages allow browsing from smaller screens without sacrificing information or creating unacceptable load times.
A Custom Experience That Leverages All the Advantages of Shopify
Large, custom eCommerce platforms are not always necessary for boosting sales, and for DeskView they wanted to take advantage of the native tools and partner integrations native to Shopify. Their team built DeskView directly into the platform’s framework without losing any quality from the overall experience.
Familiar Shopify Framework
If you know Shopify you will recognize the telltale right-rail shopping cart.
Defining Unique Imagery for Each Product Variant
Shopify creates one set of images per product, even if that product is offered in several variations. For DeskView, they wanted each material finish to have its own set of images, but didn’t want to develop a hack that was difficult to maintain.
Instead, the technology team, The Hoodies, created a simple method that looks for each product’s variant name in the file name of every image and organizes a pack of imagery for each variation. This way, relevant imagery is shown to users based on their product selection.
Images can have any name structure.
A Peek at How Deskview Came to Life
Shooting DeskView floating in mid-air was a challenge, and somewhat ironic given the beautiful windows in their photo studio. With some creative engineering (a lot of tape) and a bit of post production they achieved a beautiful representation of how it feels to work at a DeskView, complete with amazing natural light.
Video With a View
Shot in the beautiful studio provided by their friends at Northlight Studio.
Building Deskview’s Product With CG
They wanted the DeskView render to seamlessly match the overall look and feel of the website, so they worked from models provided by the product team to create a final look consistent with the surrounding elements.
Making Material Decisions
Various test renders throughout the process.
A Shopping Experience Designed With Concise Communication in Mind
Rainfall’s close partnership with DeskView resulted in an eCommerce experience that looks and acts as beautiful as the product it is selling. An iterative design process allowed for frequent feedback from potential customers and colleagues, that in turn allowed for continuous refinement and simplification.
DeskView’s website delights customers by appealing to their visual sensibilities and desire for thorough information.
Their strategy of presenting information in a clean, approachable manner increases comprehension of product value and heightens purchase confidence.
Rainfall designs brand experiences, from digital products, interfaces, and websites, to alluring visual identities.
They love both coasts, and have studios in New York City and Seattle where they build delightful and effective solutions for a wide range of clients.